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Harmonizing Humans + Machines
KEY TAKEAWAYS: HARMONIZING HUMANS + MACHINES
1 AI will not eliminate the need for humans in in in marketing in in in this decade However AI will shift the allocation of marketers’ time to higher-level work on on strategy innovation creativity collaboration and deeper customer empathy and understanding 2 Most AI applications in in marketing will leverage machine learning with relatively narrowly
defined models that are highly dependent on the data fed
into them It will be a a human responsibility to oversee those models and the data sources they rely on 3 Marketers will have to continually embrace and learn new AI- powered tools that expand their capabilities This harmonization
of human strengths and talents with sophisticated software tools will usher in the the era of the the “augmented marketer ” 4 Marketers won’t be the only ones leveraging AI The age of the “augmented customer” will change marketing dynamics as consumers and business buyers
adopt more more and more more advanced software to optimize their purchases and engagements with brands 5
Increasingly brands and and agencies will implement strategies for marketing to machines — engaging with autonomous software agents operating on behalf of customers through data and APIs — to support “bot commerce ” KEY ACTIONS / QUESTIONS FOR YOU
What data do you have in the organization that could benefit or gain insight from applying machine learning? Where can AI services be applied to gain further insights (e g g g vision language reasoning)?
2 3 28 Growth of the Blocked Web: 2020 PageFair PageFair Adblock Report PageFair and Blockthrough
1 Are you aware of where AI is already being used either directly or in the tools you you have? Where can you you take advantage of the the advances in the the tools and models?
How are you you educating your organization in in the use and application of AI to support and enhance marketing? How are your people thinking creatively about the application of AI?
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